The aim of every customer reactivation campaign is to “wake up” or “win back” dormant customers. These customers once made use of your service or product but have not used it again for a period of time, therefore marketers and sales agents seek these customers out in order to win back their loyalty to the company.
However, it is not wise to put all of your marketing efforts towards finding new customers, as your company will be missing out on a potentially significant stream of revenue by reengaging dormant customers; it costs five times as much to attract a new customer than it is to keep an existing one.
Furthermore, it has been proven that the probability of selling to an existing customer is 60% to 70%, while the probability of selling to a new customer is 5% to 20%. Therefore, companies have to invest their time and resources in winning back dormant customers, as they will bring in greater profit for the company.
Due to the reason that dormant customers have already made a purchase or used your service in the past, it will be easier to win them back into the company by personalizing reactivations messages with the purchases they have already made. This level of personalisation will show the customers that your company cares about their past purchases and would like to continue strengthening the company-customer relationship.
Moreover, the early periods after reactivation are the most crucial as customers are bound to relapse again and therefore require special attention.
Our customer reactivation team at Centrecom understands the importance and delicacy of re-engaging dormant customers successfully back into the business, which is why we take the above-mentioned points and implement them into our strategy in order to win back these dormant customers.